“You cannot appreciate a good, creative solution...
until you know the problem it solved.”
Creativity is a powerful and necessary force in the world of communication. It can dazzle the most casual onlookers, stop them in their tracks, and inspire them to change course. Creativity can also garner great advertising awards and accolades, causing heads to enlarge to unnatural proportions.
Nevertheless, before those powerful creative juices begin to flow, we must stop and ask the obvious: “What are we creating? Where are we going? and why?” Because, if we don’t know where we’re going, any creative notion, and any writer can take us there. (And we’ve all been there, right?)
The fact is, without a finely-tuned purpose (goal), and precisely-targeted guidance system (strategy), creativity is like a harlequin all dressed up with no place to go.
When we team up, there will be no creativity until it’s time.
Controlled, strategic creativity comes in all forms. And it ain’t always pretty. That’s why my portfolio presents a few “Ugly Bugs.” They are there because, in the end, they created significant impact, and successfully accomplished a goal that made them beautiful in the eyes of the client.
What drives Holly Copywriting? The same things that drive you: Solving problems. And results...results...results.
